How to earn the Google Partner badge

In 2021, we'll be updating the requirements needed to be considered for Partner badge status. This change will also include the way your certifications count towards badge and company specialisation status. 

We put together this FAQ to address some additional questions about the change, including how Eligible Users count for our Certification requirement.

After your company joins the free Google Partners programme, it can qualify for Google Partner status.
Achieving Partner status means that your company has demonstrated Google Ads skills and expertise, met Google ad spending requirements, delivered company, agency and client revenue growth, and sustained and grown its client base. Partner status gives your company access to a number of benefits, including the Google Partner badge that can be shown on your website and marketing materials.

This article describes the requirements for earning Partner status. You can also find out how to check your company's Partner status and get answers to common questions about Partner status.

The two badges are shown below:

Google Partner badge Premier Google Partner badge

Requirements to be considered for a Partner badge

Please note that to maintain a high standard for our Partners programme, Google will review companies to both receive and retain the badge.

Partner Badge requirements

Criteria Partner badge [current] Partner badge [In 2021]
Company performance

Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.

Partners evaluates the client accounts linked to your manager account during an 18-month period. Partners requires at least 12 months of spend activity in your manager account.

Meet the performance requirement by using Google Ads effectively to set up and optimally run campaigns to maximise outcome. 

Partners are not required to adopt all recommendations or achieve a 100% optimisation score for the new Google Partners badge requirements. The threshold for the new Google Partners badge requirement is 70%. We introduced optimisation scoring to help customers understand if their campaigns are set to achieve high performance and to offer actionable recommendations for improvement. We've found that advertisers who increased their account-level optimisation score by 10 points saw a 10% increase in conversions, on average.¹

Access your 'Recommendations' tab to see the actions that you can take to improve your performance.  Note: We evaluate the optimisation score without dismissed recommendations for the company performance requirement. Learn more about Recommendations

Spend

Meet a 90-day ad spend requirement of $10,000 USD across your managed accounts to show that your company has a healthy amount of activity.

Meet a 90-day ad spend requirement of $20,000 USD across your managed accounts to show that your company has a healthy amount of activity.
Certification

A company needs one user certified in Google Ads who has admin or standard access to the company's Google Ads manager account or any account linked to the company's Google Partners registered Google Ads manager account. 

Learn more about making user certification count towards a company's Partner badge.

A company needs to have at least 50% of its eligible users earn updated certifications from Skillshop. Learn more about the Google Ads certification.

1Internal Google data. Only for Search campaigns.

Premier Partner badge requirements

Criteria Premier Partner badge [current] Premier Partner badge [in 2021]
Company performance Meet the performance requirement by delivering solid overall ad revenue and growth, and maintaining and growing your customer base.

To be eligible for the Premier Partner status in 2021, companies will need to first earn the new Partner badge. The Google Partners programme will then grant Premier status to the top 3% of the participating companies each calendar year. 

We select Premier Google Partners based on a number of factors, including but not limited to: annual Ads spend across managed accounts, client growth, client retention and other information. Evaluation is done on an annual basis and status may not be available in all markets.

Spend Meet a higher spend requirement across your managed accounts to show that your company has a healthy amount of activity.
Certification Two or more users certified in Google Ads who have admin or standard access to your company's Google Ads manager account or sub-managers.
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